Pipeline Visionaries

We’re diving into the topic of Analyst Relations and why it's a critical aspect of modern marketing. In this episode, Joely Urton, Senior Director of Analyst Relations at Splunk & Lauren Vaccarello, CMO at Salesloft, pull from their own experience to describe how the AR and CMO relationship can impact your company's reputation and how you can leverage it to your advantage. Whether you're new to the field or a marketing veteran, Joely and Lauren will help you better understand the role of analyst relations in marketing.Key TakeawaysThe analyst relations function is an important strategic function for the B2B marketer.Analyst relations allow CMOs to differentiate their portfolio by raising awareness and providing knowledge.Having a relationship with the right analysts can help executives to get the information they need or to get urgent critical questions answered quickly.Quotes:“Analyst relations allow you to differentiate your portfolio. How do you value that for your end user, customers, and clients? Through analysts – their whole job is to write about technology and evolution of technology, and why it matters for the customer.” - Joely Urton “If you are a B2B marketer with a technology solution, analyst relations is one of the most important and one of the most strategic functions that you'll have.” - Lauren Vaccarello Episode Timestamps:* (01:41) - Meet AR and marketing experts, Joely & Lauren* (14:35) - How big does a category need to be to get considered by analysts?* (25:16) - How AR can help predict ROI* (33:16) - Tips for building relationships with analysts Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInFollow Joely Urton on LinkedInFollow Lauren Vaccarello on LinkedInLearn more about SplunkLearn more about SalesloftLearn more about Caspian Studios

Get ready for some exciting changes coming your way in February! Host and Caspian Studios CEO, Ian Faison, teases what’s to come and shares his top marketing priorities for 2023.Key TakeawaysThe show’s focus will remain pipeline generation, but will have a new look - stay tuned!Ian’s 2023 marketing priorities include fighting harder to win deals and supporting sales.Another focus for Ian is having a clever first touch, and why that’s important in 2023. Quote:“We want to continue our focus, which is getting a deep dive look at how CMOs and marketing leaders think about pipeline, demand, technology, and how they spend their marketing dollars. There's going to be new branding, so stay tuned for that on February 1st.” - Ian Faison, Host and CEO at Caspian StudiosEpisode Timestamps:*(00:32) - Sneak peek at new changes coming in February*(03:08) - Ian’s top marketing priorities for 2023*(08:52) - Wrap and goodbye Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.LinksConnect with Ian on LinkedInLearn more about Caspian Studios

This episode features an interview with Eric Quanstrom, CMO of CIENCE Technologies. CIENCE offers the quickest, most-targeted path to market using their Orchestrated Outbound program to deliver qualified sales opportunities directly to your business. Eric is a startup executive with an entrepreneurial mindset, and spends his time preparing overall plans to increase revenue, reduce costs, mitigate risks, and develop programs to measure results.On this episode, Eric shares his insights into why outbound marketing still works, the critical role that your website plays, and why relevance is king in all cold outreach.---“One of the things we’ve been positioning in the market lately is the critical role that the website plays, especially in outbound outreach, especially in helping capitalize on the people you’re bringing to your website on a daily basis.” - Eric Quanstrom---Episode Timestamps:*(02:37) - Eric’s role at CIENCE Technologies *(05:22) - Segment: Trust Tree*(07:36) - Why outbound marketing still works*(11:35) - Segment: The Playbook*(13:06) - The critical role that your website plays*(27:08) - Why relevance is king in all cold outreach*(33:02) - Segment: The Dust Up*(34:19) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---Links:Connect with Eric on LinkedInConnect with Ian on LinkedInLearn more about CIENCE www.caspianstudios.com

 This episode features an interview with Liam Barnes, Head of Demand Generation at Bionic. Bionic is an Application Security Posture Management (ASPM) platform that can proactively reduce and mitigate security, data privacy, and operational risks by continuously analyzing an entire application architecture and all its dependencies that run in production. Liam is a technically trained SEO turned Demand Generation leader with a focus on taking on complex marketing issues and building successful campaigns.On this episode Liam shares his insights into why it pays to listen, how to use content mapping to resonate with your buyer, and why it's important to showcase the value of your platform.---“People just wanna be treated like humans instead of treated like another step in the sequence.” - Liam Barnes, Bionic ---Episode Timestamps:*(02:37) - Liam’s role at Bionic*(03:11) - Segment: Trust Tree*(09:42) - Why it pays to listen*(11:01) - Segment: The Playbook*(13:24) - How to use content mapping to resonate with your buyer*(27:08) - Showcase the the value of your platform.*(29:07) - Segment: The Dust Up*(31:44) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---Links:Connect with Liam on LinkedInConnect with Ian on LinkedInLearn more about Bionicwww.caspianstudios.com

This episode features an interview with Esther Flammer, CMO at Wrike. Wrike brings all work into a single place to remove complexity, increase productivity, and free people up to focus on their most purposeful work. Esther is a senior executive with 20 years of marketing experience in high-growth B2B tech and non-profit sectors.On this episode Esther shares her insights on how to better manage your budget this year, ways to be smarter with your resources, and how to boost your marketing efficiency.---“If you're not able to showcase the ROI or build a good business case on why every dollar that you're spending is producing ROI or is helping move the business forward, it's going to be cut.” - Esther Flammer, CMO, Wrike ---Episode Timestamps:*(02:49) - Esther’s role at Wrike*(03:51) - Reduce spending, reduce resources and deliver more*(07:42) - Showcasing the ROI on every dollar that you're spending *(12:45) - Leveraging data to make better marketing decisions*(14:47) - The role of experimentation in marketing *(20:57) - Being smarter about your resources *(30:16) - Ways to understand what's working and what's not*(35:24) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---Links:Connect with Esther on LinkedInConnect with Ian on LinkedInLearn more about Wrikewww.caspianstudios.com  

This episode features an interview with Melissa Sargeant, CMO at AlphaSense. AlphaSense is a market intelligence platform used by the world’s leading companies and financial institutions. Melissa runs worldwide marketing initiatives including corporate and product branding, demand generation, product marketing, public relations, inbound sales development, and more.On this episode Melissa shares her insights into customer pain points and how to solve them, utilizing macro-themed marketing, and why SEO is important for your website.---“You can't show value for what you're providing, if you can't make a connection between the pain and what they're trying to achieve in their roles, particularly on a market intelligence platform.” - Melissa Sargeant, CMO, AlphaSense---Episode Timestamps:*(02:49) - Melissa’s role at AlphaSense*(05:11) - Segment: Trust Tree*(10:35) - Utilizing marco-themed marketing*(15:24) - Segment: The Playbook*(16:17) - Why SEO is important for your website*(17:22) - Customer pain points and how to solve them*(26:33) - Segment: The Dust Up*(29:46) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksConnect with Melissa on LinkedInConnect with Ian on LinkedInLearn more about AlphaSensewww.caspianstudios.com

This episode features an interview with Kevin Sellers, CMO at Ping Identity. Ping Identity helps you protect your users and every digital interaction they have while making experiences frictionless. Kevin is a modern marketer with extensive digital expertise to drive growth and relevance for world-class brands.On this episode, Kevin shares his insights into prioritizing the digital customer experience, maintaining a singular focus to maximize your productivity, and the power of the accurate brand ambassador.---“We’ve invested heavily and will continue to do so to ensure that our digital journey is exceptional.”  - Kevin Sellers, CMO, Ping Identity ---Episode Timestamps:*(03:14) - Kevin’s role at Ironclad*(04:24) - Segment: Trust Tree*(10:59) - The power of leveraging data*(13:51) - Segment: The Playbook*(14:21) -  Prioritizing the digital customer experience*(18:34) - Choosing the accurate brand ambassador*(25:21) - Segment: The Dust Up*(28:58) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---Links:Connect with Kevin on LinkedInConnect with Ian on LinkedInLearn more about Ping Identitywww.caspianstudios.com

Every week on Demand Gen Visionaries we sit down with marketing leaders from some of the world’s largest and fastest-growing companies to uncover the demand gen strategies that have been fundamental to their skyrocketing success.In each episode, we ask our marketing-leader guests which three areas of investment are most important to their demand gen initiatives. Tune into this special mini-series to hear the budget items our CMO guests can’t live without!Find parts: one, two, three, four, five six & seven---Episode Timestamps: Part seven of this special mini-series features 10 CMOs and marketing leaders from some of the world's fastest-growing companies, including:*(02:07) Dylan Steel, CMO of Coalition*(03:56) Chris Lynch, CMO of MindTickle*(04:47) Marie Hillion, Head of marketing at Livestorm*(06:25) Dan Verley, SVP of Sales Workplace Technologies at Canon Solutions America*(10:18) Cindy Knezevich, SVP of Brand and Communications at SalesLoft*(12:48) Micheline Nijmeh, CMO at JFrog*(14:53) Ryan Bonnici, CMO at Gympass *(16:37) Palmer Houchins, VP of Brand Marketing & Communications at G2*(17:55) Rich Donahue, CMO of IBotta *(20:38) Maria Pergolino, CMO of ActiveCampaign---Quotes:“Data can get you really helpful insights and tell you if you’re way off base, but sometimes magic is figuring out the combination of what your customer says they want and what’s aligned to their value, how much you have to shift their perception and change their mindset of what your product can be and can do and then find the sweet spot.” - Dylan Steele, CMO of Coalition Inc.People respond well to strong storytelling, no matter if you’re in a consumer context or you’re in a B2B context because even in B2B, there are people making decisions.” - Chris Lynch, CMO of Mindtickle“Adapt and try to not have the same approach, not only the language but also try to adapt to the mindsets of the region, the countries that you’re going to enter in and you’re going to target.” - Marie Hillion, Head of Marketing, Livestorm"Marketing is an invaluable tool and partner. When done well and when paired well, and we all consider the needs of the organization and what role we each play, it’s really a powerful tandem when you go to market if things are aligned." - Dan Verley, SVP of Sales, Canon Solutions America"Brand is who you are, product marketing and demand gen is what you do. And so those two things work really well together when they’re aligned, when they’re not aligned, it can be pretty painful." - Cindy Knezevich, SVP of Brand and Communications, SalesloftThere's an old saying, the content is king and there's a reason for it. Organic search is all about content, same with paid search, but organic much more so, and the nurture you’re building to get them to engage with you. - Micheline Nijmeh, CMO, JFrog“I think at the end of the day, the most important thing with your content investments is to invest in creating really good content.” - Ryan Bonnici CMO, Gympass“We’re going to go to market with both a seller and buyer campaign, and this is where the brand becomes sort of a glue, we make sure that the way that we’re presenting ourselves is cohesive.” -Palmer Houchins, VP of Brand Marketing & Communications at G2“You have to trust that you're hitting the audience the right way and you're getting your message there the right way. We want to be the right message, we want to be with the right partners and that's true of any influencer, right? As long as you have the right partner it's probably going to be a really good partnership”. - Rich Donahue, CMO of IBotta “ It has to be a mission that you stand behind and it has to be something you can differentiate. There are many products out there in the world that like you can’t tell the difference between two of them, and if you can’t, it’s then really hard to differentiate. It’s really hard to do great marketing, you have to choose an opportunity where you feel like you can do something with your skill, with that marketing.” - Maria Pergolino, CMO of ActiveCampaign---SponsorDemand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksFollow Ian on TwitterConnect with Ian on LinkedInCaspian Studios 

This episode features an interview with Leslie Henthorn, CMO at Ironclad. Ironclad is the world’s #1 Contract Lifecycle Management platform and provides a simple, secure way to create and collaborate on contracts. Leslie has over 16 years of experience and has held multiple leadership roles in marketing, partnerships, and go-to-market program management.On this episode Leslie shares her insights into mastering brand momentum, the role of your website in guiding the customer journey, and why marketing needs to be data-driven.---“When it comes to brand don’t just think about what you’re super close to. Think about the rest of the world, and where are you there.” - Leslie Henthorn, CMO, Ironclad---Episode Timestamps:*(02:43) -Leslie’’s role at Ironclad*(07:24) - Segment: Trust Tree*(14:46) - Mastering brand momentum*(20:59) - Segment: The Playbook*(23:59) - Why marketing needs to be data driven*(27:33) - The role of your website in guding the customer journey*(33:17) - Segment: The Dust Up*(33:49) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksConnect with Leslie on LinkedInConnect with Ian on LinkedInLearn more about Ironcladwww.caspianstudios.com

This episode features an interview with Genelle Kunst, VP of Global Marketing at Bloomreach. Bloomreach is the world’s #1 Commerce Experience Cloud, that combines the power of unified customer and product data, with the speed and scale of AI-optimization.On this episode Genelle share her insights into building opportunity with partner marketing, optimizing your website to personalize the customer journey, and creating a brand community.---“If you truly wan to drive value out of your partner ecosystem, you’ve gotta have some sort of like better together story or some sort of value prop for them to be working with.” -  Genelle Kunst, VP of Global Marketing, Bloomreach---Episode Timestamps:*(02:32) - Genelle’s role at MarginEdge*(03:04) - Segment: Trust Tree*(08:59) - Segment: The Playbook*(10:38) - Building opportunity with partner marketing*(22:46) - Creating a brand community*(26:14) - Optimizing your website to personalize the customer journey*(27:35) - Segment: The Dust Up*(33:49) - Segment: Quick Hits---Sponsor:Demand Gen Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for Demand Gen pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.---LinksConnect with Genelle on LinkedInConnect with Ian on LinkedInLearn more about Bloomreachwww.caspianstudios.com